Matt Heinz on How to Choose a Marketing Agency

Gone are the days of marketing your brand through only one or two channels. Modern marketing requires expertise across many types of content. On Monday, your in-house team might edit a product demonstration video, and then on Tuesday, they could write informative blog posts or collaborate with an influencer. Each channel demands specialized knowledge and skills, from audio editing to social media strategy.

Many businesses partner with external marketing teams to create content for multiple platforms. 

A 2024 Forbes Advisor report found that organizations have outsourced almost half (48%) of their content marketing projects to third-party services. The right marketing agency can help you develop innovative marketing strategies, engage your audience, and achieve measurable results.

Matt Heinz, founder and president of Heinz Marketing, gives insights into the most important objectives when choosing a marketing agency for your business. 

Define Your Objectives 

You may only have vague goals when searching for a marketing partner, such as “increase sales” or “grow my social media following.” These generic goals may seem appealing — after all, who doesn’t want to boost sales? — but they’re too broad and open to interpretation.

“Start with clarity on your objectives. Figure out who is the best in the world at achieving those objectives," said Heiz during our talk. 

For instance, if you set a broad goal of increasing sales, one agency might propose expensive billboard ads. Another might focus on creating interactive e-books to showcase your products, while a third recommends a social media campaign. Without clear objectives, it’s difficult to determine whether any of these strategies will lead to the results you want.

Avoid this issue by using the SMART framework to establish goals that are:

• Specific: Outline what you want to accomplish by hiring a marketing agency
• Measurable: Identify metrics to quantify your progress
• Achievable: Set goals that you can achieve with your available resources
• Realistic: Choose objectives that fit your larger business strategy
• Timely: Set deadlines and milestones

Here are a few examples of potential SMART goals:

• Boost conversion rates by 30% this year by launching a new email marketing campaign
• Gain 500 new Instagram followers this quarter by posting consistently
• Increase website traffic by 25% in six months through search engine optimization
• Use A/B testing to improve click-through rates on paid Meta ads by 25% this year

Once you’ve outlined specific goals, look for marketing agencies with the expertise to match. For example, search for agencies with proven experience in this area to develop a successful email marketing campaign. To build your Instagram following, choose an agency with successful influencer partnerships and a social media campaign history.

This targeted approach allows you to select a marketing agency with the knowledge and skills needed to achieve your desired results. It will also help you avoid agencies with overly broad or unclear strategies that may not provide the focused outcomes you're looking for.

Debunking the All-in-One Agency Myth

Business owners often look for marketing agencies that promise to offer everything they need. Many providers claim to handle every aspect of digital marketing, from content generation to search engine optimization to data analytics.

On the surface, one-stop shops like these might seem like the ideal solution — affordable, convenient, and easy to communicate with. However, most businesses benefit more from partnering with specialists for specific services.

“One mistake companies make is wanting one agency that can do everything - that's a unicorn,” Heinz shares. “You benefit by having specialists do specialist work, whether based on industry or a specific job to be done.”

Every discipline of marketing requires targeted skills and tools. Specialized agencies have an in-depth understanding of their area's latest techniques, industry trends, and resources. This highly focused expertise typically doesn’t overlap with other marketing strategies. For example, an agency specializing in creating engaging marketing videos may have limited expertise in content writing.

Specialized marketing agencies use their comprehensive knowledge to develop effective marketing strategies and deliver better results. These providers usually have the highest return on investment because they understand how to engage customers with their chosen channels.

By contrast, agencies that say they can offer a wide range of services often started with one or two areas of expertise, and then saw the opportunity to expand. For instance, a content writing agency may dabble in social media marketing and pay-per-click advertising. If they don’t have experience in these areas, you can’t expect top-tier results.

Consider Vertical Opportunities

Some marketing agencies have extensive experience in a specific industry or niche. One agency might specialize in healthcare content, while another has in-depth expertise in real estate marketing.

Vertical opportunities offer many strategic advantages for businesses. These agencies have a nuanced understanding of customer behavior in your industry, allowing them to tailor their strategies to your target audience. They also typically have years of experience in your niche, so they can execute campaigns effectively and efficiently. This enhanced productivity can lead to long-term cost savings and consistent growth.

Another benefit of partnering with a specialized agency is access to valuable industry-specific data and resources. This insider knowledge can significantly impact your campaign’s effectiveness. For instance, an agency might analyze the latest market trends and adapt their messaging to stay competitive. They can also use this data to refine your campaigns in real-time, maximizing results.

Specialized agencies are also well-versed in industry standards and regulations. This expertise improves compliance and reduces the risk of ethical dilemmas. Following responsible business practices will also help you build trust with your audience and strengthen your brand reputation.

Have Specialists Do Specialist Work

Thousands of agencies offer marketing services, but they’re not all created equal. Defining clear goals and looking for relevant industry expertise will help you narrow your choices and find the right fit.

As you search for a provider, prioritize experienced agencies with positive customer reviews. These agencies can help drive measurable results and bring the best value.

About Matt Heinz, Founder of Heinz Marketing 

Matt Heinz is the Founder and President of Heinz Marketing, a B2B marketing firm that specializes in building predictable revenue pipelines for complex sales environments. With over 20 years of experience, Matt has become a recognized authority in demand generation, pipeline strategy, and sales acceleration. Known for his practical insights and no-nonsense approach, he helps businesses align their marketing and sales efforts to drive sustainable growth. Matt is also a sought-after speaker, author, and podcast host in the B2B marketing community.

About the Author

Anna Peck Content Marketing Manager at Clutch

Anna Peck is a content marketing manager at Clutch, where she crafts content on digital marketing, SEO, and public relations. In addition to editing and producing engaging B2B content, she plays a key role in Clutch’s awards program and contributed content efforts. Originally joining Clutch as part of the reviews team, she now focuses on developing SEO-driven content strategies that offer valuable insights to B2B buyers seeking the best service providers.

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